Active vs Passive consumers & Blumler and Katz

Passively consume- book, advertisements, old TV programmes, soaps

Active consume- Facebook, newspapers, TV programmes

Technology and consumer interaction is growing and developing exponentially. This is turning traditional passive consumers into more active consumers.

Blumler and Katz

• Information/surveillance
• Personal identity-different interests,  readers aspire to identify with cover stars
• Personal/relationship issues
• Social entertainment
• Diversion- from reality/escapism

I have researched into conventional pop magazines and found that these have active consumers- where they use social media and offers in order to appeal to their audience in an active way. Using Blumler and Katz's theory in relation to magazines, I have found that teen pop magazines are used as a diversion from reality/escapism or for personal identity(where readers aspire to identify with the pop stars on the front page).